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COLOR & BRANDING

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by

Michelle Pinson

on 12 October 2014

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Transcript of COLOR & BRANDING

C
O
L
O
R

AND
BRANDING
by Michelle Pinson
Make your brand memorable.

Color has been shown to have a positive effect on memory, at times without the individual realizing.

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What do you want
to say?

#branding
KISS THEORY

95% of the world's top 100 companies use
only 1 or 2 colors




5% use more than two colors.
41%
RED
ORANGE
Emotional Associations
- Increases heart hate
- Used by restaurants to stimulate appetite
- Creates urgency (Clearance aisles)
Emotional Associations
courage, excitement, enthusiasm,
warmth, friendliness
of the top 100 companies use text only.
9%
don't feature the company name at all.
Facts about RED
Popular Culture
/brand/: a type of product manufactured by a particular company under a particular name.


1. You are a brand.

2. Your branding makes a statement.


Color plays a major role in our visual perception, and can speak volumes in a number of seconds.






It is important that the colors chosen send the message you are trying to create.

The Newton Crest

Designed in 1976

Isaac Newton sitting under a tree

"Newton... A Mind Forever Voyaging Through Strange Seas of Thought"

Only lasted one year
The Newton Crest
Bite->Byte

Not your average tomato

Colors to Humanize and Encourage people to think differently

Green at the top
1976-1976
The Rainbow Logo
1976-1998
Today
1998-Current
love, energy, power, strength, passion, heat
anger, danger, warning
warning, sluggishness
- Attractive to individuals who have more 'impulsive' behaviors
- Stimulates appetite
- Encourages socialization
Facts about ORANGE
Popular Culture
YELLOW
Emotional Associations
bright, energy, sun, creativity, intellect, happy, warmth
irresponsible, unstable
- Linked to activation of memory

- Encourages communication

- Other cultures:

- Signifies "sadness" in Greece

- Signifies "jealousy" in France
Facts about YELLOW
Popular Culture
GREEN
Emotional Associations
health, tranquility, nature, environment, growth
envy, jealousy, greed
- Linked to restorative processes

- Helps alleviate depression, nervousness, and anxiety

- Occupies more space in the visible spectrum than most colors, second only to blue
Facts about GREEN
Popular Culture
BLUE
Emotional Associations
coldness, fear, masculinity
loyalty, trust, intelligence, security, water, classic
- Productivity has been linked to the color blue in office spaces

- Similar to green, lighter hues of blue can have calming effects

- Owls are the only birds that can see the color blue
Facts about BLUE
Popular Culture
PURPLE
Emotional Associations
mystery, moodiness
classic, royalty, youthful, creative, value, amition
- Linked to creativity

- Color of the first dye made by man


Facts about PURPLE
Popular Culture
Color is subjective and impacted by
- Culture
- Gender
- Age
- Life Experiences

Consider your audience.
Additional Considerations
- Tone and hue

- Integration of shapes

- Use of flourishes

- Font Choices
How to reinforce your brand
- Consistency
- Repetition
- Business Cards
- Thank you letter
- Portfolio
- Website

What do you want to say?
Thank you!
Michelle Pinson, MS, BID
michelle.pinson@ttu.edu

Questions?
Full transcript